A successful design process requires good logo research before you start on a branding project.
Before you design a logo, it's essential you understand the real reason you're doing it. If it's a new company the answer to this question is self-evident. But if the logo is a redesign, this is a whole different story.
Look to understand the company's values. What message is the client trying to communicate with its target audience, and how does it want customers to feel when they engage with the brand? This will often heavily influence the attitude of the design. Don't simply rely on what the client tells you either. Be prepared to dig deeper, reading industry blogs and information to gain a true understanding of the product and service.
A valuable exercise is to ask the client to describe where it sees itself in five years' time. This will allow you to get a realistic picture of it foreseeable plans and long-term ambitions.Knowing about the competition is valuable when you start to design a logo as you can learn what identities the audience will already be familiar with in the sector. This information will also ensure you avoid unintentionally mimicking an already-known brand.
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